Packaging is one of the fastest growing industries that is in continuously changing according to demand from end users and consumers. Packaging not only represents the indent of a brand or company, but doubles as a means of offering consumers information and messages regarding various aspects of a product or brand. Highly visible packaging allows a company to differentiate its products from that of competitors in the market, and also helps to increase visibility owing to features such as attractiveness etc.

In the food industry, packaging is required to carry information pertaining to health benefits and ingredients used, method of preparation in order to reinforce the hygiene aspect, besides displaying details such as manufacturing date, shelf-life period etc. These details serve to reinforce purchase decision, and is also supported by offering food products in highly visible packaging, thus enabling contents of the package to be seen before a purchase is made. The reason highly visible packaging is gaining popularity worldwide, is because it allows easy authentication of particular brands and product differentiation. In addition, ability to be produced with certain durable properties such as tamper-proof and highly protective covering makes it a lucrative option for product manufacturers, and indirectly for consumers.

The advantages offered by highly visible packaging are the main factors fueling demand for such products. This packaging enables efficient preservation and protection of products, besides offering convenience to customers to be able to make a purchase decision on the basis of what they see. This way, it not only helps customers in being selective, but also enables food production companies to maintain the competitive edge in the market. Conveying the proper information about products and legitimately communicating the brand image are some of the other main features that differentiate highly visible packaging from other types of packaging. These advantageous properties are the main factors expected to fuel growth of the highly visible packaging market in the near future.

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